THE EFFECT OF BRAND IMAGE ON CUSTOMER LOYALTY AN EMPIRICAL STUDY ON LAME DIARY PLC

Abstract

This research is aimed to study the effect of brand image and customer loyalty, under the title of THE EFFECT OF BRAND IMAGE ON CUSTOMER LOYALITY IN CASE OF LAME DIARY P.L.C. In order to measure brand image the following factors have been taken in to account which are favorability of brand association, strength of brand association and uniqueness of brand association to figure out their relationships to customer loyalty.to provide adequate experimental evidence the research was based on 549 populations and 240 samples taken by stratified sampling techniques and also from each group samples were collected by convenient sampling techniques. Self-administered questioners which contain demographic questions and the variables measured by Likert five point scale was used to collect data from the customers of lame diary. The data analyzed by multiple regression method by using SPSS shows results that indicates there is positive relationship between the three variables and customer loyalty which are favorability , strength and uniqueness of brand association based on this the researcher conclude that there is positive relationship between brand image and customer loyalty, subsequently the company is recommended to work on the building of brand image to ensure the companying loyal customer in its road attaining its goals as well as vision .